 |  Basic Marketing: A Global Managerial Approach, 10/e Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
Table of Contents- Marketing's Role Within Organizations
- Strategic Market Planning and the Development of Marketing Opportunities
- The Changing Marketing Environment
- Using Marketing Information to Make Better Decisions
- The Canadian Consumer Market: Demographic and Economic Dimensions
- Behavioural Dimensions of the Consumer Market
- The Buying Behaviour of Business and Organizational Customers
- Finding Target Markets Through Segmentation
- Product Planning for Goods and Services
- Product Management and New Product Development
- Place and Development of Channel Systems
- Logistics and Distribution
- Retailers, Wholesalers, and Strategic Planning
- Promotion-Introduction to Integrated Marketing Communications
- Personal Selling
- Advertising and Sales Promotion
- Pricing Objectives and Policies
- Price Setting in the Business World
- Developing Innovative Marketing Plans
- Implementing and Controlling Marketing Plans
- Managing Marketing's Link with Other Financial Areas
Appendix A: Marketing 'YOU INC.' - Preparing a Personal Marketing Plan
- Video Cases
- Cases
- Notes
- Glossary
- Illustration Credits
- Author Index
- Subject Index
- URL Index
Only on this Website: - Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix B: Economics Fundamentals
Appendix C: Marketing Arithmetic |
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2002 McGraw-Hill Higher Education